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Twitter Aims To Battle Back To Relevancy

Twitter

21 Jul Twitter Aims To Battle Back To Relevancy

Posted at 13:54h in Digital marketing by Nuala Browne-Treacy

Twitter, which was founded in 2006, has less than 140 million users interacting with the service daily, according to Bloomberg. Twitter was once the largest social network after Facebook but has since been surpassed by the latter’s other apps such as Instagram, Messenger and WhatsApp.

Here are three ways Twitter is attempting to regain relevancy in the vastly growing field of social media of which it is slowly beginning to submerge in:

Live Streaming

This NFL season, Twitter will be live streaming 10 of the League’s 16 Thursday Night Football games. It’s a big move that could prove that Twitter is either indeed the go-to place for sports chatter or end up as a disaster if the streaming is not high-quality or instant.

At the recent Cannes Lions festival, the network unveiled how it plans to sell marketers on the livestream and how advertising will work. Twitter is aiming for $50 million in ad sales from live streaming these NFL games.

Reportedly, Twitter has sold roughly 60 % of its inventory so far, with the goal of selling a total of 10 to 15 ad packages. Bud Light, Sony Pictures, Bank of America and Nestle’s DiGiorno all plan to advertise during the livestreamed games.

For sports fans watching on Twitter, they’ll be able to watch the livestream as a full-screen video or watch it so that the screen is split into a video player and a stream of tweets.

140 Second Twitter Videos

Just as you have 140 characters per tweet, you can now share videos up to 140 seconds in length.

The social network introduced the ability to add video in 2015 but until now you could only upload 30-second videos (except for a few select advertisers, who could post videos up to 10 minutes in length).

According to the platform itself, video tweets have increased by more than 50 percent since early 2016.

This change is also extending to Twitter-owned Vine. The traditional six-second looping Vines can now serve as a “trailer” of sorts for videos up to 140 seconds long. To view longer videos, users can tap a new “Watch more” button in the lower right corner.

Promoted Tweet Carousel

Promoted Tweet Carousel will allow brands to curate multiple tweets within a single, swipeable ad unit that will include videos, images or text.

Brands can also combine content from niche creators or users who are tweeting about their product, services, or company.

This method will provide brands with an authentic form of advertising and shave down costs for advertisers as they don’t have to build additional creative. Advertisers will be charged based on the number of engagements an ad unit receives.

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